Facebook is hoping that its 2.6 billion users will begin shopping on its platform, as it unveiled a service that puts it in direct competition with Amazon and eBay.

“Facebook Shops” will allow sellers to create digital storefronts on Facebook or Instagram, the company said on Tuesday, adding that it would benefit by gathering valuable data on what shoppers want.

Users will be able to browse products, message businesses to arrange purchases, and in some cases buy them directly via a recently introduced online checkout feature.